Akademik Veri Yönetim Sistemi
Pioneer and Innovative Studies in Educational Sciences, Yavuz Değirmenci, Editör, All Sciences Academy, Ankara, ss.107-125, 2024
This study conducts a comprehensive bibliometric analysis of research on advertising education, leveraging 2,718 documents retrieved from the Scopus database on December 9, 2024. The dataset was compiled using the keywords “advertis*”, “education”, “learn*”, and “curriculum”, encompassing publications from 1912 to 2024. Performance analysis and science mapping were carried out using BiblioShiny and VOSViewer to uncover key trends and patterns in the field. The analysis identifies the most prolific authors, countries, affiliations, sources, and prominent keywords, offering insights into the dominant and declining research themes over time. Furthermore, science mapping visualizes country collaborations, co-citation networks, and bibliographic coupling, shedding light on the intellectual structure and collaborative dynamics of the domain. By mapping these aspects, this research provides a nuanced understanding of the evolution of advertising education as a scholarly discipline and highlights emerging trends and opportunities for future inquiry. The findings offer valuable insights for academics, practitioners, and policymakers involved in advertising and education.
Keywords – Advertising, Education, Bibliometrics, Performance Analysis, Science Mapping